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A better world in our vision—PUMAVision—would be safer, more peaceful, and more creative than the world we know today.

At PUMA, we believe that our position as the creative leader in Sportlifestyle gives us the opportunity and the responsibility to contribute to a better world for the generations to come. A better world in our vision—PUMAVision—would be safer, more peaceful, and more creative than the world we know today. The 4Keys is the tool we have developed to help us stay true to PUMAVision, and we use it by constantly asking ourselves if we are being Fair, Honest, Positive, and Creative in everything we do. We believe that by staying true to our values, inspiring the passion and talent of our people, working in sustainable, innovative ways, and doing our best to be Fair, Honest, Positive, and Creative, we will keep on making the products our customers love, and at the same time bring that vision of a better world a little closer every day.


The PUMAVision looks ahead to a world that is safer, more peaceful and more creative for the generations to come. Through the programs of, puma.peace and puma.creative, we are providing real and practical expressions of this vision. - logo

Under this banner, we are bringing together all of our longstanding work on environmental issues and decent work in decent workplaces, and combining it with new initiatives that will drive us to cleaner, greener, safer and more sustainable systems and practices. Imaginative solutions are found in every aspect of production for our Sportlifestyle products, from the sourcing of raw materials through the
Cotton Made in Africa campaign, which has seen excellent results for subsistence farmers in Africa, to the development of fully biodegradable packaging and carry bags that replace existing plastics.

In addition, transparent and constructive dialogues with stakeholders, supplier partners, and non-governmental organizations (NGOs) such as the Fair Labor Association have ensured that our PUMA Code of Ethics and Code of Conduct are observed and audited in workplaces worldwide. will continue to work toward reducing our carbon footprint, developing new sustainable products, and raising work and production standards worldwide.

PUMA.Peace logo - puma.peace logo

Through the puma.peace program, PUMA continues its support of the United Nations Global Cease-Fire Day and the non-profit organization that inspired it, Peace One Day. PUMA supported the Peace One Day documentary, which was filmed partly in Afghanistan with peace activist Jude Law and screened in major cities around the world including Cannes, London and New York.

In 2008, we launched One Day One Goal, a global football movement that celebrated Peace Day with goodwill football matches played around the world, in many cases between communities previously in conflict.

In its first year, the One Day One Goal campaign held over 180 peace games.

puma.peace will continue to develop initiatives that promote and support peace across the globe.

PUMA.Creative - puma.creative logo

Our puma.creative initiatives aim to bring together individual artists and organizations, and provide them with a platform for creative exchange and international exposure. The first puma.creative project was the support of the exhibition “30 Americans” at the Rubell Family Collection in Miami, Florida, during Art Basel Miami Beach 2008. Both Art Basel Miami Beach and the important “30 Americans” exhibition challenged our understanding of the synergy between art and design, music, style, and fashion, and was a perfect fit for the expression of PUMAVision’s creative initiative. The sponsorship of Hussein Chalayan’s retrospective at the Design Museum in London further grounded puma.creative’s serious commitment to supporting art and culture. In London we also sponsored the Central Saint Martins graduate fashion show and subsequent auction benefiting the PUMA Central Saint Martins Bursary Award.

We established and continue to develop the Creative Africa Network (CAN), an online social networking website and cultural directory that enhances, celebrates and honors existing African and Africa-related cultural networks within and beyond the continent. CAN also includes the CAN Ambassador awards, awarded to 17 individuals in 2009 for dedicated service to the arts. As part of our commitment to a more creative world, PUMA will continue to support artists, art projects, and exhibitions globally through puma.creative.


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